This re-imagined brand identity pulls from the concept of the original identity created by Chuck Williams while taking on a more contemporary style. The new (hypothetical) brand identity represents the brand attributes: Inviting, Traditional, and Sophisticated, through its soft and approachable design. Emphasising a subtle yet noticeable difference between the store brand identity and the brand product identity – ensuring the two work together while keeping their own separate personalities. The final phase of the project will see a masterclass retreat at various 5-start resorts world-wide – showcasing brand product, as well as creating an opportunity for rest and relaxation combined with health & wellness learning.

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*Softwares and techniques used include: InDesign, Photoshop, Illustrator, Glyphs (custom typography)